Margot Bloomstein gives the opening keynote at World IA Day Boston 2018. As we wrangle with the focus of World IA Day, “IA for good,” we should start by asking: what does it mean to be good in the context of IA, user experience, content strategy, and design? In this post-fact era, does the truth matter–and does good matter? It does–not in how we shift our loyalties, but in how our users shift their instincts. Inconsistency affects us and destroys trust–in brands, governments, wisdom, and ourselves. The most good IA can do is to empower the impact of our users. Design is a force multiplier and we can fuel that good.